Google has introduced several changes and additions to the appearance of its search engine results pages recently and one expert is questioning whether the expansion will have a negative effect on the company's core business.

Writing for Search Engine Watch, Frank Watson noted many queries on the website now offer a range of commercial options such as shopping, related searches and ad ratings, as well as traditional organic results and pay per click services.

He observed that while shoppers may benefit from the additional features, other users could find the wealth of information too much, comparing it to the "future shock" concept of "too much change in too short a period of time".

"Google gained its momentum from its simplicity and uncluttered search results. Yet now it appears they think we want it all in one search result," the expert stated.

The integration of social media sites such as Facebook and Twitter into its results is another recent addition that Mr Watson considers may be moving Google away from its core goal of providing search results and he warns the organisation has to be careful it doesn't go "too far, too fast".

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